Tuesday, July 2, 2013

FIVE KEY METRICS FOR MEASURING THE SUCCESS OF YOUR BRAND

Businesses, irrespective of their scale of
operations, use social media marketing to drive visitors to their website.
However, the real success of these campaigns lies in analyzing and understanding
how it impacts and effective your social media marketing efforts were in driving
visitors to your site.

Listed below are 5 metrics that will help you
measure this:

1. Visitor
Bounce Rate:

If you have a large percentage of people who
visit your landing page but leave or deviate instantly without reaching their goal
(finding relevant information on your website), then your website suffers from
high bounce rate. Bounce rate refers to the number of people who leave your
website too soon, without spending much time on the landing page.

Studying your website’s bounce rate numbers will
help you to attract and retain customers more effectively.

2. Visitor
Conversion Rate:

If you notice that visitors go beyond the landing
page, navigate through various pages and perform desired tasks on the page, it
indicates a healthy conversion rate. This refers to the number of people who come
to your website with a goal to do a predetermined task and their successful rate
in achieving that goal.

3. Visitors’
Time Spend:

Do you have a steady flow of new visitors every
day or are you stuck with a group of loyal old customers alone? While your
website content should be informative and engaging for your already existing
visitors, efforts should also be made to incorporate such content that gets the
attention of people hitherto unaware of your site.

Analysing and understanding the visitors’ time
spend will help you to take the necessary steps to enhance the content of your
site.

4. Click
Path:

Do you see a pattern in your site visitors’
navigation? If yes, have you pondered over the reasons behind it? What does it
tell about your visitors’ (read customers) behavior? Click Path analysis helps
you decipher customer behavior on your site, and find ways to improve it.

5. Keywords
and Traffic Sources:

Analyzing which keywords are leading visitors to
your site allows you to understand what words/ phrases are used to describe
your products and services. Knowing this will help you in your efforts to match
the right keywords with your products thereby ensuring greater visibility and
top ranks in Google search.

Similarly, studying traffic sources of visitors
tells you how they first found you. In other words, it gives you an insight
into other online arenas where your site is mentioned.